How property developers can use Facebook ads to drive more traffic to their new build website

by:
Kevin Williams

| Categories:Advertising, Social Media

We frequently see property developers having a separate website for their new build complex from the rest of their projects. This is fine, and makes sense, especially if the new build is fairly large and is treated as its own stand alone project.

What we often hear though, is that property developers struggle to drive traffic to this new build website as it is separate to their main site. This can lead to a lack of buyers.

A good way to ramp up traffic to your new build website is to utilise Facebook advertising. With over 2 billion active monthly users, it is a platform too large to ignore.

Here, we will explore a couple of important elements that you have to get right to ensure your new build Facebook ad campaign is a success.

Target the right people

Facebook will give you control over who sees your ads. You can select the locations your ad will be shown as well as the age range, gender and occupation of your preferred audience. You can also set parameters to show your ad to people with certain interests, based on what Facebook pages they like and groups they are in.

A couple of years ago, a customer of ours was looking to sell and let over 80 one/two bedroom apartments in Bristol. The target age group was young adults, but that’s a pretty large net to cast. Checking the surrounding area showed that the Bristol Royal Infirmary was just down the road. The decision was made to aim the campaign at young nurses moving to the area, keen to find a contemporary apartment to buy or rent, close to their place of work.

Using Facebook’s demographic data, the Bristol apartments campaign was directly shown to nurses who worked in the area, and the ads were featured on Facebook pages of Bristol based bars and clubs as well. The campaign was a success and the apartments were snapped up.

The tricky part is knowing exactly who to target. However, if you are struggling you can do what Facebook calls a split test, more commonly known as an A/B test. You can test out and compare how your ad does with two different audience types. This allows you to hone down on the right type of people to generate the most leads for your new build project.

Choose the best ad style for you

You can pick from a variety of formats for your ad. You can opt for a single image, the simplest form of Facebook advertising. A concept image of the interior of your new build along with your logo and a call to action is a short and effective way to spread brand recognition and generate clicks.

You could make this modest format a bit more engaging with a 360 degree image, where the user can explore a CGI image of your new build.

Another option is to have a single video to play. Videos can be a great way to quickly portray information and spark interest. You’ll need to pick an eye-catching thumbnail and bear in mind that a lot of Facebook users watch videos without audio, so important information should ideally be in text form. One idea for a new build video ad is a CGI animation to show off your properties.

You can show off more content in a carousel, a scrollable tool where you can include multiple images and videos. Carousels are interactive, and this user engagement usually leads to better ad results.

Which style you choose, whether it be one of the ones mentioned or another of the formats Facebook has, it should be chosen with your target audience in mind. Older audiences prefer simpler images or videos, whereas interactive formats are more popular with younger people.

Facebook is a huge network where you can advertise directly at your chosen target audience. It can be a fantastic way to raise awareness about your new build and if you craft your ad in the right way by considering the points mentioned here, you can drive a lot more traffic to your new build property website.

Our 30 minute “getting-to-know-you” phone call is designed to see if your project is something we are able to help with. Be prepared to discuss your business fundamentals, your hopes & expectations of your project and your current business challenges. Schedule a call now.

Thank You for signing up

If for any reason you don’t have the time or resources to implement any of the ideas in the guide, then please feel free to reach out to us. We would love to schedule a 15 minute exploratory chat with you to find out if you would be a good fit for our services.

Thank You for signing up

to receive our FREE 3 Steps to Website Success Guide

If for any reason you don’t have the time or resources to implement any of the ideas in the guide, then please feel free to reach out to us. We would love to schedule a 15 minute exploratory chat with you to find out if you would be a good fit for our services.

This policy sets out the basis on which any personal data we collect from you, or that you provide to us, will be processed by us. Please read the following carefully to understand our views and practices regarding your personal data and how we will treat it.

Information we may collect from youWe may collect and process the following data about you:

Information that you provide by filling in forms on our site www.servondesign.co.uk (our site). We may also ask you for information when you report a problem with our site.

If you contact us, we may keep a record of that correspondence.

Details of your visits to our site [including, but not limited to, traffic data, location data, weblogs and other communication data, whether this is required for our own billing purposes or otherwise] and the resources that you access.

IP addresses and cookies.

We may collect information about your computer, including where available your IP address, operating system and browser type. This is statistical data about our users’ browsing actions and patterns, and does not identify any individual.

For the same reason, we may obtain information about your general internet usage by using a cookie file which is stored on the hard drive of your computer. Cookies contain information that is transferred to your computer’s hard drive. They help us to improve our site and to deliver a better and more personalised service. They enable us:

To estimate our audience size and usage pattern.

To store information about your preferences, and so allow us to customise our site according to your individual interests.

To recognise you when you return to our site.

You may refuse to accept cookies by activating the setting on your browser which allows you to refuse the setting of cookies. However, if you select this setting you may be unable to access certain parts of our site. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you log on to our site.

We use information held about you in the following ways:

To ensure that content from our site is presented in the most effective manner for you and for your computer.

To provide you with information, products or services that you request from us or which we feel may interest you.

To notify you about changes to our service.

To assess the effectiveness of our marketing campaigns.

Your rightsYou have the right to ask us not to process your personal data for marketing purposes. We will usually inform you (before collecting your data) if we intend to use your data for such purposes or if we intend to disclose your information to any third party for such purposes.

Access to informationThe Act gives you the right to access information held about you. Your right of access can be exercised in accordance with the Act.

Changes to our privacy policyAny changes we may make to our privacy policy in the future will be posted on this page and, where appropriate, notified to you by e-mail.

ContactQuestions, comments and requests regarding this privacy policy are welcomed and should be addressed to web@servondesign.co.uk

Unsubscribing from our email databaseIf you would like to unsubscribe from our email database you can either click on the unsubscribe link in each and every email, or please email unsubscribe@servondesign.co.uk

Accessing our siteAccess to our site is permitted on a temporary basis, and we reserve the right to withdraw or amend the service we provide on our site without notice (see below). We will not be liable if for any reason our site is unavailable at any time or for any period.

From time to time, we may restrict access to some parts of our site, or our entire site.

If you choose, or you are provided with, a user identification code, password or any other piece of information as part of our security procedures, you must treat such information as confidential, and you must not disclose it to any third party. We have the right to disable any user identification code or password, whether chosen by you or allocated by us, at any time, if in our opinion you have failed to comply with any of the provisions of these terms of use.

When using our site, you must comply with the provisions of our acceptable use policy.

You are responsible for making all arrangements necessary for you to have access to our site. You are also responsible for ensuring that all persons who access our site through your internet connection are aware of these terms, and that they comply with them.

Intellectual property rights

We are the owner or the licensee of all intellectual property rights in our site, and in the material published on it. Those works are protected by copyright laws and treaties around the world. All such rights are reserved.

You may print off one copy, and may download extracts, of any page(s) from our site for your personal reference and you may draw the attention of others within your organisation to material posted on our site.

You must not modify the paper or digital copies of any materials you have printed off or downloaded in any way, and you must not use any illustrations, photographs, video or audio sequences or any graphics separately from any accompanying text.

Our status (and that of any identified contributors) as the authors of material on our site must always be acknowledged.

You must not use any part of the materials on our site for commercial purposes without obtaining a licence to do so from us or our licensors.

If you print off, copy or download any part of our site in breach of these terms of use, your right to use our site will cease immediately and you must, at our option, return or destroy any copies of the materials you have made.

Reliance on information postedCommentary and other materials posted on our site are not intended to amount to advice on which reliance should be placed. We therefore disclaim all liability and responsibility arising from any reliance placed on such materials by any visitor to our site, or by anyone who may be informed of any of its contents.

Our site changes regularlyWe aim to update our site regularly, and may change the content at any time. If the need arises, we may suspend access to our site, or close it indefinitely. Any of the material on our site may be out of date at any given time, and we are under no obligation to update such material.